>> we don't judge ourselves based upon the obama campaign because if we did we would judge against a man who has run unopposed for the last year. if we only rely on the actual television we'll lose this election. >> sreenivasan: the survey found roughly third of the electorate is more difficult to reach by traditional campaign methods. they're the people who spend more of their lives online. he calls these voters off the grid. >> this large off the grid population, who are they? >> we define them by the term of people who don't watch live television anymore. other than sports they choose to live their lives on demand. they primarily watch d.v.r., netflix, they're choosing when they consume their content. that's the big difference. it's an astronomical amount of people who do not see a tv spot. one in three voters. >> sreenivasan: that works out to over two million off the grid voters in ohio alone. more than enough to swing the presidential election. so if off the grid voters won't come to the ads, the ads will have to come to them. the campaigns find them by following the trail of c